수신자 관점에서 본 한국 브랜드 슬로건의 언어학적 분석

Abstract

In the 21st century of globalization, nations create and manage their nation brand images strategically. As one way to promote the nation images, nation brand slogans are used. Since 2002 World Cup in Korea, the Korea Tourism Organization has employed three slogans to present the dynamic image of Korea and to promote the image of developing Korea: “Dynamic Korea”, “Korea Sparkling”, “Korea, Be Inspired”. In order to confirm whether these slogans successfully promote Korean images or not, this paper investigated the images of the slogans from the receiver perspectives (N=38) and presented the linguistic analysis on the slogans. In addition, this paper argues that the three slogans do not successfully promote Korea nation images because of lexical and structural ambiguities of the slogans. It is also discussed in this paper that the receiver meanings of the slogans can be different from the sender meanings: “Dynamic Korea” and “Korea, Be Inspired” can evoke the image of North Korea; “Korea Sparkling” can be thought as sparkling drinks from Korea; “Korea, Be Inspired” can be interpreted as “Korea, which needs to be inspired”, not as the sender meaning “Korea, where you are inspired”. Thus, it is required to reconsider the slogans and create a new slogan that can be classified as a “Love Mark” (Park 2004) and manage it strategically.